Mo Farah Calls In Freuds For Crisis PR Counsel

LONDON—Olympic champion Mo Farah has called in Freuds for crisis PR counsel, to address the controversy triggered by revelations that the British athlete missed two drugs tests prior to the 2012 London Olympic Games.

The Holmes Report understands that Freuds' relationship with Farah is not a longstanding one, but is limited to advising him on his current media issues. The Guardian first reported the development yesterday. Freuds regularly counsels high-profile UK clients, in addition to its corporate roster.

It emerged this week that Farah, who won gold in the 5,000m and 10,000m at the 2012 Games, missed drugs tests in 2010 and 2011. The news followed a BBC Panorama documentary that alleged Farah's coach Alberto Salazar contravened anti-doping rules, although Farah has not been accused of anything illegal.

After the documentary aired two weeks ago, Farah said: "My reputation is getting ruined. There are questions that need answering …The public deserve to know what is going on and I need to know what is going on."

Farah then withdrew from a UK race and flew to Portland, where Salazar's training camp is based. Since then, he has returned to Europe but has made no comment, and media scrutiny has surged.

Last year, Farah was one of three sportspersons to make Freuds' 'Hero Index', based on a survey of the British public.